Trade Marketing Manager

Role & responsibilities

BTL Planning & Execution

• Develop and execute region-specific BTL marketing calendars aligned with national brand priorities
• Plan retail activation programs to drive footfall, trials, and consumer engagement
• Coordinate with sales teams to ensure seamless on-ground execution

Retail Visibility & POSM Management

• Plan, deploy, and track POSM assets across outlets for maximum visibility
• Ensure adherence to brand guidelines and display standards
• Monitor POSM utilization, replenishment, and ROI effectiveness

Outlet Activation & Merchandising Excellence

• Lead in-store promotions, product displays, and thematic activations
• Identify high-impact retail opportunities for visibility enhancement
• Ensure quality audits and execution compliance across outlets

Vendor & Budget Management

• Manage regional BTL vendors, fabrication partners, and agencies
• Negotiate costs and ensure timely delivery and installation
• Track budgets, cost efficiency, and campaign ROI

Cross-Functional Collaboration

• Partner with regional sales leadership for activation prioritization
• Work with central marketing for asset alignment and campaign rollout
• Support distributor engagement initiatives where required
• Analytics & Reporting

Any other additional responsibility could be assigned to the role holder from time to time as a standalone project or regular work. The same would be suitably represented in the Primary responsibilities and agreed between the incumbent and competent authority

Key Performance Indicator (KPI)

1. Retail visibility score improvement
2. POSM deployment efficiency
3. Activation reach and execution quality
4. Budget adherence and ROI
5. Outlet coverage and audit compliance

Preferred candidate profile

• Graduate or Post-graduate from Tier 1 / Tier 2 B-School

Experience

• 58 years’ experience in BTL/trade marketing/retail activation
• Strong field execution and vendor management experience
• Contextual industry experience in FMCG sector (preferably in rice / agri-products / foods category) is a must